This document discusses different typographic techniques for adding dynamism and emphasis to text, including using size, style, typeface, color, and spacing. It recommends using bigger text to catch attention, smaller text for longer reading, font styles for emphasis, limiting to 2-3 typefaces, combining serif and sans-serif, using hue, saturation and brightness of color effectively, and using space to suggest borders and hierarchies. It also notes that all uppercase letters are strong but lose detail, so they should only be used for headings, titles and acronyms.
14. cases
• Upper-case letters are strong and
commanding
• Upper-case letters lose the ascenders
and descenders’ advantage
• Use only for acronyms, headings, and
titles
15. The quicker-than-lightning brown furry
fox jumped amazingly high over the fat
stupid weird lazy dog.
THE QUICKER-THAN-LIGHTNING
BROWN FURRY FOX JUMPED
AMAZINGLY HIGH OVER THE FAT
STUPID WEIRD LAZY DOG.
16. space
• Suggesting borders even when there
aren’t any
• Logical groups, hierarchies of elements
• Organization and neatness